Twitter TV Ad Targeting Now Live To National Television Advertisers In U.S.

Today, Twitter announced the general availability of TV Ad Targeting, which launched in beta this May. The program allows national television advertisers in the U.S. to target Promoted Tweets to users who tweeted about the TV shows their ads ran against.

The beta appears to have been a quick success. Through the company’s partnership with Nielsen to measure second screen brand impact with the Nielsen Brand Effect for Twitter survey tool, Twitter says brands in the beta, including Adidas, Holiday Inn, Jaguar and Samsung, saw higher message association and purchase intent.

In addition to the program launch, Twitter is adding a new set of analytics in the TV Ads Dashboard to help advertisers using TV ad targeting to understand what users on Twitter are saying about their ad campaigns. Below is a screenshot example of what the new ad commentary dashboard looks like.

Update: The screenshot above now reflects the changes made by Twitter after it was discovered that the company had attributed fake tweets to three real Twitter users. See our story on the fallout and Twitter’s apology.

About The Author

As Third Door Media's paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She provides search marketing and demand generation advice for ecommerce companies and can be found on Twitter as @ginnymarvin.

Fantastic.. this is the sort of deep integration that Twitter should be building and offering.. I should be able to buy tweets around topics and events the same way I can go to Google and buy placement on a SERP.

Pat Grady

Goes together like Milk Shakes and Roller Coasters.

http://t.co/H5xlES8Dxl Phone Source

Advertising on Twitter is a waste of money. Twitter Ads has something it calls engagement for which customers are charge for engagement without sending traffic to the customer’s website.

http://www.oneims.com/ Solomon Thimothy

I would assume coupling any advertising efforts would produce similar results. In fact, I am a strong believer in combining online and offline efforts for a fully integrated marketing strategy.

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